This time though I’ve looked at the process of buying a flight and how easy it is to get through the checkout.

Airlines probably have greater freedom than other industries when it comes to web design, as purchase decisions tend to be driven by cost so people are less likely to drop out just because the checkout is tricky to use.

But with an ever-increasing focus on the customer experience, airlines need to ensure their websites match their best-in-class aspirations.

I looked at the UX to see whether the reality matches the advertising, but first here's the criteria we look for in checkout design: